PERIODO: NOVEMBRE - DICEMBRE 2016 Il corso intende fornire una conoscenza sulle più importanti teorie di apprendimento: la Social Cognitive Theory, le Theories of Reasoned Action and Planned Behaviour, la Transtheoretical Model e la Health Action Process Approach. Rispetto alla base teorica fornita il secondo obiettivo è di approfondire la conoscenza della segmentazione del mercato per definire politiche dei trasporti e urbane maggiormente orientate alle persone, partendo da un’analisi della letteratura sulla segmentazione del mercato utilizzando le variabili attitudinali e comportamentali. Il fine ultimo del corso è, dunque, di contribuire ad approfondire la conoscenza sulle teorie comportamentali e sulla segmentazione e del mercato per definire politiche urbane e dei trasporti a misura dei cittadini. The course aims at giving a knowledge on the most prevalent learning theories: the Social Cognitive Theory, the Theories of Reasoned Action and Planned Behaviour, the Transtheoretical Model and the Health Action Process Approach. On that theoretical basis the second objective is deepening the knowledge on market segmentation in order to define more people-oriented transport and urban policies, starting with a literature review on market segmentation using attitudinal and behavioural variables. The final goal is, hence, to contribute to deepen the knowledge on behavioural theories and on market segmentation in order to define more people-oriented transport and urban policies.

The behaviour can be described as the manifest, observable response in a given situation with respect to a given target. Consequently, the explanation of the complexity of a human behaviour is a difficult task. The study of human behaviour became an important construct in the psychology in the 20th century, with the advent of the paradigm known subsequently as "behaviourism." In the second half of the 20th century, behaviourism was largely eclipsed as a result of the cognitive revolution and in the 1970s and 1980s emerged the so-called behavioural change theories. Behavioural change theories and models are attempts to explain the reasons behind alterations in individuals' behavioural patterns. These theories cite environmental, personal, and behavioural characteristics as the major factors in behavioural determination. In recent years, there has been increased interest in the application of these theories in the areas of health, education, criminology, energy and international development with the hope that understanding behavioural change will improve the services offered in these fields. Each behavioural change theory or model focuses on different factors attempting to explain behavioural change. The most prevalent theories are the learning theories, the Social Cognitive Theory, the Theories of Reasoned Action and Planned Behaviour, the Transtheoretical Model and the Health Action Process Approach. The course will present the above theories showing how they can be applied in the different research fields, with a particular focus on transport, environment and urban planning. In fact, the current trend in transport and urban planning and management is to pay growing attention to policies addressed to reduce environmental concerns and to respect the strict constraints the international community is setting. Massive use of motor cars is one of the main causes of many environmental problems. Modal diversion analysis requires adequate knowledge about motives for car use, so that policy action can be targeted towards the most significant factors. A great deal of literature is aimed at the identification of the typical characteristics of people who are willing to change travel behaviour, defining segmentation approaches based on behavioural or socio-economic and demographic variables. This approach does not allow us to shed light on the motivations of behaviour. While in psychological research models are based on the attitude-behaviour relationship, in the transport sector the users’ segmentation based on such relationship has been rare, even if several studies analyze the psychological determinants of modal choice, so important in the land use. The theory of individual choice behaviour, which has its roots in the economic consumer theory, states that, apart from casual mistakes, random utility å contains irrational aspects of the behaviour which cannot be expressed with a mathematical or economical model. However, economically unexplainable behaviour cannot be all considered as irrational; personal feelings, perception and attitudes may assist in explaining and predicting users’ behaviour, and so does a more accurate market segmentation, grouping customers with similar needs and motivations. A great amount of research about users’ preferences has shown that the perception of the users’ options is complex due to the mix of internal and external factors that influence choices. Therefore, the definition of users’ typologies through the segmentation of the population in terms of attitudinal, sociological and psychological variables could allow the definition of a set of policies tailored to different “groups”.

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Gli studenti e le studentesse con disabilità o con Disturbi Specifici di Apprendimento (DSA), oltre alla segnalazione tramite procedura informatizzata, sono invitati a comunicare anche direttamente al/la docente titolare dell'insegnamento, con un preavviso non inferiore ad una settimana dall'avvio della sessione d'esame, gli strumenti compensativi concordati con l'Unità Special Needs, al fine di permettere al/la docente la declinazione più idonea in riferimento alla specifica tipologia di esame.